City, Nation, Place · Branding and Marketing Distinguish the Brand in the Marketplace Bring the...

City, Nation, PlaceLatin America and CaribbeanTexas Tech University – Costa Rica

September 02, 2019

Welcome to Texas Tech – Costa Rica

Timeline

Creating an American Style University in Costa Rica

2008 2009 2015 2016 2016 2018

Idea is Born Search for Partners

Texas Tech Plans Finalized

ConstructionBegins

TTU-CR Opens

Programs

Degree Offerings

▪ Computer Science▪ Electrical▪ Industrial

▪ Math ▪ Restaurant, Hotel, & Institution Management (RHIM)

▪ Retail Management

Engineering Math HRM

Additional Programs

Continuing Education

▪ Retail Management▪ Customer Service▪ International Marketing▪ Foreign Trade▪ Digital Marketing▪ Social Responsibility

▪ Corporate Sustainability▪ Project Management▪ Design Thinking▪ Innovation Management▪ Six Sigma▪ Cybersecurity

Centers and Collaborations

Global Understanding of Experiential and Sustainable Tourism

▪ Moving tourism from… selling off to … providing experiences through

▪ Inter-American Development Bank

▪ BID Invest▪ Earth University▪ US Department of State▪ Wind and Solar Institute▪ Banco Promerica▪ Caribe Hospitality

Developing Partners

Ensuring the right

foundationsBranding vs Marketing

September 02, 2019

Common Brand Misconceptions

Misconceptions

Brand vs Marketing of the BrandBranding

❑Product❑Service❑Logo❑Name

❑Colors❑Designs❑Reputation

What is a Brand

Brand

the single thread that has been woven into

the fabric of a place…

What is a Brand?

Brands are…

❑ A defined promise to deliver specific benefits, whose consistent implementation creates and perpetuates a positive perception in consumer and stakeholders minds.

Key words:

1. Defined

2. Promise

3. Benefits

4. Consumer/Stakeholder

5. Consistent

6. Positive Perception

Why Brand?

Why Brand?

❑ Who and What the BRAND Stands For

❑ … And Does Not!

❑ BRAND Mission

❑ BRAND Stakeholders

❑ Eliminates Non-Supportive BRAND choices

❑ Funds and Effort of the BRAND

Border defining …

Why Brand?

Brands…

Core Brand Advocates and Primary Stakeholders

Brand Advocates and Stakeholders

Customer and Limited Stakeholders

Non-Customer, Non-Stakeholder, and Potential Brand Detractor

Why Brand?

❑ Guide all Decisions

❑ At all levels of the organization▪ Finances▪ CRM and CSR▪ Marketing▪ Partnerships and collaborations▪ Direction

Branding and Marketing

Brand Marketing

Branding and Brand Marketing

❑ Exist in the minds of consumers and stakeholders

❑ With consistent delivery ▪ Build a relationship with

✓ Consumers ✓ Stakeholders

❑ May develop loyalty ▪ Can withstand intense pressure

Brands…

Branding and Marketing

❑Distinguish the Brand in the Marketplace

❑Bring the brand to life

1982 - Coke Is It!

1969 - It's the Real Thing

1963 - Things Go Better with Coke

1990 - You Can't Beat the Real Thing

2009 - Open Happiness

Brand and Marketing

❑ Brand is foundational▪ Marketing can’t fix a poorly

crafted brand

Antarctica! The Luxury Beach Front Resort You Have Been Waiting For!

Brand and Marketing

❑ Branding distinguishes you in the marketplace

Texas Tech University Tennessee Tech University

TTU TTU

Brand and Marketing

❑ Marketing is the story Bonds Stakeholders to the Brand

▪ Nike is about no excuses▪ Personal responsibility▪ Action at all cost▪ Be accountable▪ Be active▪ Just Do It.

Thank You